- Hook Team
YouTube’s first ever Culture and Trends Report highlights notable 2020 trends on YouTube. Drawing inspiration from the platform, we set out to create a video-driven website where the web UI serves to encourage exploration. Combining research claims, data visualizations, and content creator interviews and clips, this curated experience centers around the YouTube player as a window into the year.
In order to launch the site as closely as possible to the year end, we needed tools and a process that allowed designers and developers to work independently but in parallel on the production build. Ultimately, we developed a workflow passing between Procreate and Photoshop for the design assets, handing off to After Effects for the motion to be exported to a Lottie animation, and then dropping the Lottie container within the site architecture.
HTML5, Lottie, Anime, LIT, and Redux.
Like many projects these days, we had a very aggressive timeline. This required us to work in a highly coordinated way across the creative and production teams. Content, video production, design and engineering all had to move in sync with each other, and with the client. To ensure everyone was aligned, we had frequent and recurring video chats with key stakeholders scattered across the country.
We are proud of how the experience highlights a range of trends across regions and categories, in a completely new format. Our design approach in which the key art is decorated with doodles, provided a cohesive yet expressive personality, celebrating the creative spirit of these trends and cultural movements. The response from our client and audience of global influencers, advertisers and industry experts has been overwhelmingly positive.
The world feels more accessible. Voices that had been left out of the conversation are now being amplified. Anyone with an internet connection can access movements originating in other countries. Meanwhile, the lines between creative disciplines continue to blur, as do our personal and work worlds. Our designers, engineers, and producers solve problems outside of their prototypical responsibilities, weaving in their own personal experiences.